What are the 7 stages of action in UX design?

The 7 stages of action in UX design are based on a model introduced by cognitive scientist Donald Norman in his book The Design of Everyday Things. These stages outline how users interact with a product or interface, focusing on how they form goals, take action, and evaluate outcomes. Understanding these stages helps UX designers create more intuitive and user-centered experiences. Here's a breakdown of the 7 stages:

1. Forming the Goal

The first stage involves the user identifying a goal or objective they want to achieve. This goal could be something as simple as checking their email, buying a product, or finding information.

Example:
A user decides they want to buy a new pair of shoes online.

2. Forming the Intention

Once the goal is formed, the user decides on an action or series of actions that will help them achieve the goal. The intention bridges the gap between the goal and the actual steps the user will take.

Example:
The user decides to visit their favorite online store to browse shoes.

3. Specifying the Action

Here, the user defines the specific actions needed to carry out their intention. This involves thinking through the steps they’ll take to complete the task.

Example:
The user plans to open the store’s website, navigate to the "shoes" category, and use filters to find a specific type of shoe.

4. Executing the Action

This stage involves physically or digitally performing the action. The user interacts with the interface, taking the steps they have planned to achieve their goal.

Example:
The user clicks on the browser, types in the URL, selects the "shoes" category, and applies filters for size and price.

5. Perceiving the State of the System

After executing the action, the user observes the response from the system. This feedback lets the user know what effect their action has had on the system.

Example:
The user sees a filtered list of shoes displayed on the screen, indicating that their search filters have been applied correctly.

6. Interpreting the State of the System

The user interprets the system’s feedback to understand whether their action brought them closer to their goal. They assess whether the outcome matches their expectations.

Example:
The user sees that the shoes displayed are all within their selected size and price range, confirming that the filtering worked as intended.

7. Evaluating the Outcome

Finally, the user evaluates the outcome of the action against their initial goal. If the outcome is satisfactory, the user’s goal has been achieved. If not, they may adjust their actions or form a new goal.

Example:
The user reviews the available options and selects a pair of shoes to purchase, successfully completing their goal.

Summary of the 7 Stages of Action:

1. Forming the Goal: Identifying what the user wants to achieve.
2. Forming the Intention: Deciding what action to take to meet the goal.
3. Specifying the Action: Planning the specific steps needed to carry out the intention.
4. Executing the Action: Performing the actions required.
5. Perceiving the State of the System: Observing feedback from the system after taking action.
6. Interpreting the State of the System: Understanding the feedback to determine if it aligns with the user's expectations.
7. Evaluating the Outcome: Comparing the outcome with the initial goal and determining success.

By considering these 7 stages, UX designers can create products that provide clear feedback, support user intentions, and guide users seamlessly through their goals, resulting in a smoother, more intuitive user experience.